Normal is an Australian sexual wellness brand launched in early 2021, with a mission to normalise sexual pleasure through conversations, products and education. Backed by extensive research uncovering a massive gap in the market, Normal was created to be inclusive, sex-positive and make waves in the sexual wellness landscape.
Normal’s purpose is embodied through the brand idea: It’s Normal. The identity is fun, energetic and slightly retro to instil a sense of freedom and empowerment. Gone are the days where sex and sexual wellness are shameful and prohibited – Normal has created a safe space for thousands of people through an approach that is relatable, inclusive and not afraid to be a little cheeky. Pleasure should be celebrated after all.
In partnership with in-house sex coach Georgia Grace, Normal launched a first-of-its-kind online sex education course ‘The Modern Guide To Sex’. We created an identity and environment that felt artistic, engaging and inclusive of all peoples and sexual-orientations. In the first 6 months from release, it had thousands of viewers in over 40 countries.
Branding | Art Direction + Styling | Production | Packaging | Graphic Design
Team: Eucalyptus
Merch Illustration: Elin Matilda
Modern Guide to Sex Illustration/animation: Vivi Feng
Recognition: Breakthrough Brands AU+NZ 2021 report by Interbrand